Growing your business isn’t just about finding new clients – it’s also about keeping the ones you’ve already earned. In fact, research from the Harvard Business Review shows that acquiring a new customer can cost five to 25 times more than retaining an existing one. And the longer clients stay, the more profitable they tend to become.

So, how do you build loyalty and trust?

Start with a strong retention strategy that puts relationships first:

• Find common ground and connect on a personal level
• Ask thoughtful questions, listen closely, and build rapport
• Make every client feel valued and welcome
• Keep your promises – or better yet, exceed expectations
• It’s important your whole team is on board – consistent, high-quality customer care should be part of your culture.

While face-to-face interactions build trust quickly, your online touchpoints need to feel just as authentic. Think about your client’s journey: is it easy, responsive and personal from first click to final delivery?

Support this journey with:

• A genuine social media presence – let people see the faces behind your brand
• Personalised email communication
• Fast responses – show you value their time
• Smart use of data – different clients prefer different ways to connect. Some enjoy the ease of chatbots, while others prefer real conversations

When your service stands out for the right reasons, clients remember you – and they’re more likely to recommend you too. Great relationships don’t just drive repeat business; they attract new opportunities.

Retention. Relationships. Referrals.

These are the three Rs of long-term success.